Tokyo Olympic ratings are a bust for NBC but a boost for streaming
3 years, 4 months ago

Tokyo Olympic ratings are a bust for NBC but a boost for streaming

LA Times  

Dancers perform at the 2020 Olympics opening ceremony at Olympic Stadium in Tokyo on July 23, 2021. NBC Sports pointed out that with television viewers alone, the first three nights of Olympic competition rank in the top 15 most-watched prime-time programs of 2021, with Sunday’s coverage ranking eighth, according to Nielsen data. “Between the lack of a live audience, the move to streaming and the ongoing dropouts of key competitors due to COVID, all of it seems to have a negative impact.” The slow ratings start for the Olympics will have a financial impact on NBCUniversal — which has the rights to the Games through 2032 — if the situation doesn’t improve. One advertising executive not authorized to speak publicly on the matter said NBC’s sales department was mindful of overall declining TV viewing when it was selling Olympic ad time this year. NBC Sports said consumers have already streamed 1 billion minutes of Olympics programming across Peacock, the NBC Olympics app and the NBC Sports app, the fastest it has hit that milestone.

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